Diwali is that time of the year when Indians connect with others to greet and celebrate. They choose to come to Twitter to share good wishes, newly discovered or signature festive recipes, decoration tips, and so much more. This presents brands with the perfect opportunity to nurture customer relationships by engaging with key audiences when they’re at their most receptive.
While last year, most people had to exchange festive wishes virtually, this Diwali had people looking forward to celebrating with their friends and family in person. 61% of people on Twitter felt comfortable gathering with their folks in celebration, while 18% wanted brands to help them celebrate virtually. Catching on consumers’ pulse, brands across categories including BFSI, OEM, B2B tech, entertainment, e-commerce, among others – put up heart-warming campaigns on Twitter. Family and friendships, compassion, and the spirit of gratitude emerged as dominant underlying themes across campaigns this year.
As we wrap up the festivities, here’s a look at some of the brands that made Twitter timelines brighter this Diwali –
Earlier this year, many of us found hope and help in the most unexpected places, from people we’d never even met. Through a moving short video, Amazon India (@amazonIN) reminded audiences to take a moment to acknowledge, thank, and #DeliverTheLove to such people who became their #SpecialFamily, as a reward for their kindness.
Some people are #specialfamily and this year don't forget to #deliverthelove to them yourself. Here's a heartwarming story from us!
Tell us about your #SpecialFamily in the comments section. pic.twitter.com/ZfOExx64p3
— Amazon India (@amazonIN) October 28, 2021
The brand also furthered its #DeliverThanks campaign from last year. In the weeks lining up to Diwali, the brand ran a contest urging people to express gratitude for its delivery partners by Tweeting a picture of their ‘thank you’ posters – rewarding winners with exciting gift vouchers!
OnePlus (@OnePlus_IN) is known to keep its community of patrons at the centre of its campaigns. This Diwali too, the brand utilised Twitter’s reach to excite people with a chance of being featured on billboards across India. Encouraging audiences to share their best festive photos shot on their OnePlus phones with #YourFestiveShot, the brand inspired participation, truly celebrating with its customers.
The brand further encouraged participation by exciting patrons with the prospect of winning new OnePlus smartphones – calling them to share their best, brightest #YourFestiveShot.
And here's the best part! The best shots stand a chance to light up their Diwali and win OnePlus Smartphones
Go on. Start sharing with #YourFestiveShot and increase your chances
— OnePlus India (@OnePlus_IN) November 3, 2021
The past year and a half really tested people’s resilience in the face of adversities, but many of us stood tall and relentlessly pushed against the odds that were thrown at us. This Diwali, Oppo India (@OPPOIndia)appreciated and reminded people of their courage and strength to get back up each time they fall, encouraging them to #LightUpNewBeginnings and start afresh with the festival of lights.
Here's to the warriors, to the people who got tougher when the going got tough. To those who fell and still got back up. This Diwali, Find Light with OPPO to #LightUpNewBeginnings.
Learn more: https://t.co/HH6dN6PMWv pic.twitter.com/tunt2jXZqn
— OPPO India (@OPPOIndia) October 22, 2021
This year, Vivo (@Vivo_India) took inspiration from Diwali’s origin story and blended it with the stories of contemporary families living away from each other. Through a stirring film that touched everyone’s hearts, the brand juggled with emotions triggered by memories and photographs, and placed them beside the happiness of uniting with our loved ones for Diwali, igniting the #JoyOfHomecoming – the perfect Diwali feeling.
This Diwali, let the #JoyOfHomecoming fill your heart, as you look forward to spend this magical time of the year with your family. Click beautiful pictures, make wonderful memories, and cherish them forever.#HappyDiwali pic.twitter.com/Ieq63pTjDA
— Vivo India (@Vivo_India) October 29, 2021
State Bank of India (@TheOfficialSBI) aligned the Diwali season with auspiciousness and furthered its festive campaign #HarTyohaarShubhShuruaat. Leaning towards people’s tendencies to make financial investments and big purchases during Diwali, the brand took the opportunity to get customers acquainted with a range of offerings. Through an auto-reply Twitter campaign, the brand prompted people to mark festive beginnings with its Diwali offers – rewarding every Like on the Tweet with access to the bank’s digital festive packs.
Throughout the season, SBI (@TheOfficialSBI) also used Twitter to inform audiences of the various loan schemes and offers from the bank – encouraging them to make important investments during the opportune festival.
Celebrate the festival of lights with exciting offers on #SBI Car Loan, Personal Loan and Gold Loan.
Know more: https://t.co/1RhV1IpQyW
or apply at https://t.co/yjDSsj2O4L#HarTyohaarShubhShuruaat #CarLoan #PersonalLoan #GoldLoan #ZeroProcessingFee #YONO #YONOSBI #DiwaliOffer pic.twitter.com/wATQyFaOYk
— State Bank of India (@TheOfficialSBI) November 3, 2021
The Association of Mutual Funds in India (AMFI) (@MFSahiHai), through a touching video, spoke about the importance of valuing relationships and nurturing them by giving back. Encouraging people to give time and effort to their relationships, the MF Governing Body wanted to throw light on the joy that comes from sharing happiness with the people you love. Leading the campaign with #RishteyNibhaanaSahiHai, the brand aligned with its famous call of #MutualFundsSahiHai – inspiring brand recall in the most subtle yet effective way.
— Mutual Funds Sahi Hai (@MFSahiHai) November 2, 2021
Amazon Prime Video (@PrimeVideoIN) deployed everyone’s favorite – Kaleen Bhaiya, played by Pankaj Tripathi (@TripathiiPankaj) – to remind people that the best (and only) way to celebrate the festival is with real-life characters, i.e. their family and friends. Urging people to keep their phones and screens away, the brand called for a love-filled #ApnoWaliDiwali.
Google (@GoogleIndia) sorts Diwali to-do lists with an app for everything!
Come Diwali, and we’re making checklists to make it a perfect celebration. Shopping, cleaning, decorating, lighting diyas – there’s too much to do and too little mindspace to remember it all, right? This Diwali, Google India decided to have people’s backs. The tech giant used a range of Twitter features to get people’s to-do lists sorted. Using Twitter’s website cards, Google (@GoogleIndia) directed people to the Play store, sharing a list of applications to take care of all their activities.
Through a Twitter poll, the brand learned that using lights and diyas to make art is one of people’s favorite Diwali rituals. On Diwali, the brand took to Twitter to direct people to a special surprise – a Google doodle of diyas to light up their Diwali searches.